Every destination has a story to tell. The challenge is getting that story in front of the tour operators and group travel planners who are building tomorrow’s itineraries.
Published every other year, the Iowa Group Travel Guide serves as one of the state’s primary marketing tools for reaching tour operators and group travel planners. Distributed through print, digital, and trade show channels, the publication is expected to reach nearly 35,000 group travel decision-makers over the next two years.
The guide represents a collaborative effort between iTIP, Travel Iowa, The Group Travel Leader, and tourism partners from across Iowa, all working together to position the state in the competitive group travel marketplace.
While visitors may travel to Iowa for a specific attraction, tour operators build itineraries around a collection of experiences. The Iowa Group Travel Guide helps planners see those connections and envision how Iowa communities can work together to create memorable tours.
No single destination can tell Iowa’s entire story, but together we can create the kind of multi-day experiences group tour operators are looking for.
This year’s guide features five themed itineraries that showcase different sides of Iowa travel, from agricultural experiences and Americana attractions to student travel opportunities, haunted history, and customizable adventures. More importantly, it demonstrates how destinations, attractions, hotels, restaurants, and local businesses can work together to create experiences that encourage visitors to stay longer, explore further, and discover more of Iowa.
The guide also serves as a valuable sales tool for promoting Iowa as a group travel destination. Throughout the year, it is used during planner appointments and in response to tour operator inquiries, helping showcase the breadth of experiences available across the state and illustrating how Iowa destinations can work together to create compelling itineraries.
The guide would not be possible without the Iowa destinations and attractions that invest in the publication. Their participation not only showcases individual communities and experiences but also helps strengthen Iowa’s collective presence in the group travel marketplace.
iTIP is proud to coordinate this project and appreciates the partnership of Travel Iowa, The Group Travel Leader, and the many Iowa tourism organizations whose participation helps bring the guide to life.
View the 2026 Iowa Group Travel Guide here.